Social Media Marketing – Analysis of Online presence of Slovak banks

摘要

Paper focuses on areas of Social Media Marketing and Social Network Analysis. It describes case-study of joint university-business project of analysis of online presence of Slovak banks which took place in cooperation with IBM CZ in early 2012. This project was aimed at general analysis of online presence of Slovak banks, uncovering the structure of various channels and forms of bank-customer interaction and identifying key actors in banks social networks along with general sentiment and climate. Paper gives a general overview of the project and its challenges and presents high-level results.